With a price tag above €63k, the new Ford Mustang Mach-E is largely accessible only to C-level executives. As a result, Ford Spain targeted this audience to generate leads and offer test drives. However, reaching and engaging these executives posed a challenge. The company needed a way to create a sense of exclusivity and prestige around the test drives.

When you can´t reach C-suites with advertising, use your own CEO.

While Jesus Alonso, the CEO of Ford Spain, was vacationing for three weeks,

he invited other C-suite executives to test drive his personal Mustang Mach-E, which it was parked at home.

Ford Spain utilized LinkedIn messaging, which allowed for precision targeting based on job titles and company affiliations.

This exclusive CEO to C-Suite messaging strategy fostered a combination of novelty, urgency and prestige, allowing a first-hand experience of the Mach-E.

The campaign stood out by creating a direct affinity between the CEO and the targeted C-suite audience.

We utilized a LinkedIn messaging strategy to target over 2,000 C-level executives with personalized invitations during a three-week campaign.

Our approach was data-driven, using targeted messaging and a clear call-to-action to book a test drive of our latest offering. Adding a touch of exclusivity to the campaign, we offered the use of CEO Jesus Alonso's personal Mustang Mach-E for executives to test drive while he was on holiday. This unique opportunity provided a sense of prestige and added value to our campaign.

The activation happened in November 2022.

The execution was specifically tailored to Linkedin Messaging, reaching more than 2000 C-Suite prospects in Spain.

Over a 3 week period, we linked the entire Ford ecosystem to break all Test Drive norms; from the innovative CEO Linkedin message that provoked the other C-Suites, to the Ford call centre that responded immediately (in under 60 seconds) acting as assistant to Jesus Alonso, to the dealer network that ensured a vehicle could reach the C-Suite as requested. While simple as an experience, the backend was extremely complex.

+ 2000 invitations sent in 3 weeks

72.9% response rate: 120% more than the norm

The first test drive booking was made in less than 60 seconds.

The campaign generated 124 test drive bookings, a 40% increase.